Adidas Exec Discusses Sustainability, Circularity and Working With the Competition

Producing nearly 900 million products a year, Adidas is understandably exploring new ways to minimize waste and recycle products. At the Design Talks NYC + Impact Summit earlier this week, James Carnes, vice president of global brand strategy for Adidas, spoke at length about Futurecraft.Loop, the brand’s first 100 percent recyclable performance running shoe, as a sign of things to come. Four years have passed since Adidas first worked with Parley for the Oceans to create an upper made entirely of yarns and filaments reclaimed and recycled from marine plastic waste and illegal deep-sea gillnets. Knowing how thirsty his own two iPad wielding children are for information even though they haven’t reached the age of 10, Carnes spoke about the importance of catering to highly engaged and informed consumers. He also mentioned how Adidas is investing in start-ups such at Stuffstr, alluding to its new sports accelerator program “Platform A” at Station F in Paris where Adidas supports 13 start-ups. Asked about collaborating with other apparel and footwear companies, he pointed to the Sustainable Apparel Coalition, but noted that the hard part is making progress. Some of that stems from the number of different circumstances facing companies and where they produce product. “From

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